“Rich artists are getting richer”. According to the media, this is what everyone thinks of the new streaming service TIDAL, owned explicitly by big named artists such as Alicia Keys, Rihanna, Madonna, Calvin Harris, Jay Z and many more. But this is not what TIDAL want. We see TIDAL as a wave infiltrating the music industry, wiping out the old and not so fair payment structure, and making room for artists to get acknowledgement for their work. Throughout this paper we will explain to you who TIDAL is as a company and their present situation the way it is today. We will present TIDAL´s vision and goal, the music industry in general with a focus on their main competitors, Spotify and Pandora. You will get a deeper understanding of the research methodology, how we have derived upon a target market and our recommended positioning statement and tagline. You will get to know the persona of the target market through Joe and Jane. As you will get to know Joe and Jane, we will show you what TIDAL can do to attract millions of Joe’s and Jane’s. We recommend a positioning statement, with the purpose of unifying the brand and express the personality of TIDAL. We will introduce the target consumers to the new tagline “experiences found nowhere else”. To attract these target consumers we will meet them at festivals, invite them to intimate concerts, and show some appealing billboards. So are you ready for experiences found nowhere else?

Bacheloroppgave i Internasjonal Markedsføring fra Pace University i USA, 2016